Are you wondering how to find security contracts for your business? Getting those lucrative security guard contract leads is much simpler when you follow a step-by-step process. 

This article will guide you through the process and help you land those deals.

We’ll break down this process into 11 actionable steps. Follow this roadmap, and you'll be well on your way to generating a steady stream of high-quality leads.

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11 steps to help you find security guard contract leads

1. Define your unique selling proposition

Before starting, ask yourself a key question: What sets you apart from the crowd? 

Is it your guards' specialized training in de-escalation techniques, your deep expertise in the security sector, or your 24/7 client support? 

Identify those unique qualities and make them the cornerstone of your marketing efforts. 

Highlight certifications from ASIS International, such as the Certified Protection Professional (CPP) and Physical Security Professional (PSP). Be sure to mention industry awards like the Outstanding Security Performance Award (OSPA) or client testimonials that demonstrate your value proposition.

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2. Build a strong online presence

Your website is your digital storefront. Make sure it's informative, user-friendly, and showcases your expertise. Optimize it for search engines using relevant keywords. Using SEO is key so potential clients can easily find you online. 

You should always try to leverage social media to connect with your target audience. Consider running targeted ads on platforms like LinkedIn, showcasing your expertise in specific industries. Facebook can also be used, especially when targeting local businesses in your area.

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3. Focus on a niche market

It’s always best to specialize rather than try to be everything to everyone. Instead, choose a specific sector — high-end retail, construction sites, or educational institutions — and become the go-to expert. This focused approach will make you more attractive to potential clients. 

You’ll also want to develop specialized knowledge and expertise in your chosen niche. This includes understanding their specific security challenges and regulatory requirements. Make sure your marketing materials reflect this specialization.

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4. Identify your ideal client

Create a profile of your ideal client, considering factors like industry (e.g., healthcare, finance), size (small businesses vs. large corporations), location (urban vs. rural), and specific security needs (e.g., armed vs. unarmed guards).

Focus your efforts on reaching out to businesses that fit that description. This targeted approach will increase your chances of success in finding security guard contract leads.

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5. Develop a follow-up process

Develop a friendly follow-up process to maintain a positive connection with potential clients. A well-timed email or phone call can make all the difference. 

Consider having a CRM system. CRM stands for Customer Relationship Management, and it’s a software tool that helps you keep track of potential clients and interactions. 

You can use some popular ones like HubSpot or Salesforce to track interactions, schedule follow-ups, and ensure you follow up on every security guard contract lead.

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6. Use cold calling

Cold calling is a direct approach to secure local security guard contracts, complementing your digital outreach efforts.

Do your research, identify the key decision-makers (typically the operations manager or facilities director), and create a compelling pitch highlighting your value, such as reducing theft or improving employee safety.

Remember to practice your pitch beforehand and know it inside out so you’re prepared to handle objections with confidence and professionalism. 

Finally, compliance with local telemarketing regulations, such as the USA's Telephone Consumer Protection Act (TCPA), must be ensured.

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7. Leverage LinkedIn for lead generation

LinkedIn is very effective for B2B lead generation. Use it to connect with potential clients, share valuable content related to security trends and best practices, and position yourself as a thought leader in your industry. 

Join relevant and active LinkedIn groups focused on security professionals and industry trends, such as Security Industry Professionals. Participate in discussions to expand your network and establish credibility.

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8. Attend trade shows and industry events

Trade shows and industry events, like the ASIS International Global Security Exchange (GSX) or local chamber of commerce events, are great opportunities to network with potential clients and partners. 

Ensure you have a professional booth, eye-catching marketing materials like brochures and videos, and a well-rehearsed elevator pitch that communicates your unique selling proposition. After the event, follow up with any promising leads with a personalized email or phone call.

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9. Join industry associations

Industry associations, such as the International Foundation for Protection Officers (IFPO) or your local security association, provide networking and knowledge-sharing platforms. 

Get involved, attend events, and build relationships with other members. Those connections could help you get security guard contract leads.

Consider volunteering for leadership positions or speaking at events to increase visibility and establish yourself as an expert.

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10. Bid for government contracts

Register on federal procurement websites like the official System for Award Management (SAM) site, and if you are targeting state-level contracts, register on your state's specific procurement portal.

Understand the bidding process and requirements thoroughly. This will likely include any specific certifications or past performance requirements.

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11. Use client referrals

Your satisfied clients are your best advocates. Don't hesitate to ask for referrals after completing a successful project or receiving positive feedback. 

Make it easy for clients to refer you by providing them with referral cards or a dedicated referral program with incentives like discounts or gift cards for successful leads.

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Streamline your security operations and keep clients happy with Belfry

We've shared a step-by-step guide on how to get security guard contract leads. Now comes the crucial part: Delivering exceptional service and guaranteeing your clients are delighted with your performance.

This is where Belfry comes in.

Our security management platform lets you provide the transparency and accountability that your clients expect and deserve. 

Through our user-friendly client portal, your customers gain direct access to our full suite of features: 
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• Guard verification: Clients can instantly confirm the identity and qualifications of every security professional assigned to their site — no more uncertainty or concerns about who's on duty.
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• GPS guard tracking: With GPS coordinates on desktop and mobile apps, clients can monitor guard locations in real time. They'll always know when guards are on-site and their exact positions, building trust and confidence.
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• Accurate timekeeping: Electronic timekeeping records are readily accessible, ensuring precise billing and eliminating potential disputes. Clients can easily see when guards clock in and out, promoting transparency and peace of mind.
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• Real-time incident reporting: Clients can access detailed, tamper-proof incident reports. There will be no more concerns about illegibility or missing information, and clients will stay informed and empowered.

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Ready to streamline your security operations and boost your lead generation? 

Schedule a Free Demo Today.